SKRIPSI PENGARUH SERVICE MARKETING MIX DAN CUSTOMER VALUE TERHADAP SATISFACTION DAN LOYALTY PADA PENGGUNA CITILINK DI KOTA SAMARINDA --

ABSTRACT
The purpose of this study is to analyze and prove the effect of Service Marketing Mix Satisfaction on Citilink users in Samarinda City, influence, influence of Customer Value on Satisfaction of Citilink users in Samarinda City, Service Marketing Mix on Loyalty of Citilink users in Samarinda City, Customer Loyalty Value in Samarinda City. Citilink users in Samarinda City, and the effect on Satisfaction on Loyalty on Citilink users in Samarinda City. And this study uses a survey method with a sample of 150 with respondents residing in the city of Samarinda with the sampling technique of the Accidental Random Sampling Method. Data from respondents (Primary Data) were then tabulated and tested using statistical methods. Data were collected using research tools that have been tested for validity and reliability. From the test results of all the instruments, the questions were declared valid (coefficient value > 0.30) and declared reliable (alpha value > 0.60). The results of the study after statistical testing with the SEM-AMOS version 5.0 tool showed the following results: Service Marketing Mix and Customer Value had a significant effect on Satisfaction on Citilink users in Samarinda City, Customer Value and Satisfaction have a significant effect on loyalty to Citilink users in Samarinda City. Different results with Service Marketing Mix have no significant effect on loyalty to Citilink users in Samarinda City.
Keywords: Service Marketing Mix, Customer Value, Satisfaction, Loyalty